Television universe expanded to 197 million households says BI 2018 survey by BARC

The survey also highlights that the number of persons with television access has risen to more than 835 million, while smartphone access is still at around 300 million

e4m by exchange4media Staff
Updated: Jul 24, 2018 8:51 AM

Television viewership still maintains its stronghold despite the rise of video consumption on digital platforms say media reports. According to the most recent Broadcast India 2018 survey and BARC India, the country now has 197 million television homes, up from 183 million in 2016, with growth at a constant 7.6 per cent. TV penetration also stands at 66 per cent as compared to 64 per cent in the last survey.

The survey also highlights the fact that the number of persons with television access has risen to more than 835 million, while smartphone access is still at around 300 million.

These figures are very important when considering that television contributes to 45 percent of total ad spends and remain to be the widest medium for advertisers. This number is expected to increase by 13 per cent this year.

Television penetration stands at more than 90 per cent in southern states such as Andhra Pradesh, Tamil Nadu, Telangana, Kerala and Karnataka, while in contrast, northern states such as Uttar Pradesh, Bihar, Rajasthan and some North-East Indian states have much lower numbers, altogether placing the national TV penetration level to about 66 per cent.

The survey was conducted between November 2017 and March 2018 and it covers 300,000 respondents across 4,400 towns and gathers data on TV ownership, connection type, language preferences and other media consumption habits.

“With BI 2018 we have been able to showcase the changing face of India. However, what hasn’t changed is the fact that TV remains the most effective platform for both content creators and advertisers to reach their audiences. This years’ Survey is also special to us since we have been able to bring it in-house. We have been investing heavily on technology and talent and moving this almost entirely in-house is a proof of our capabilities. As for the trends, BARC India has maintained that India is a country which is driven by family viewing and this shows with the increase in the number of TV households. With a penetration of just 66 per cent, there is still a huge scope of growth in the space,” said Partho Dasgupta, CEO, BARC India.

According to the survey, there is clear indication of the rise of the middle-class. While, NCCS (New Consumer Classification System) D and E TV households have seen almost 14 per cent drop to 31 million households from 36 million in last survey.

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